Facebook has over 2.93 billion monthly active users. With such a large user base, Facebook offers businesses an unparalleled opportunity to target their ideal customer with laser precision.

In this guide, we will show you how to identify and target your ideal customer on Facebook.

When it comes to online marketing, one of the most important things you can do is identify your target audience.

Once you know who your target audience is, you can create content that resonates with them and create ads that will reach them where they are spending their time online. And with over 2.93 billion monthly active users, there’s a good chance that at least some of your target audience is spending time on Facebook.

So how do you go about targeting your audience on Facebook? Read on to find out.

Step 1: Define Your Target Audience 

The first step in targeting your audience on Facebook is to define who your target audience is.

To do this, you need to answer the following questions:

  • Who is your ideal customer? This can be defined by factors like age, location, gender, interests, etc.
  • What are their needs and wants? What are they looking for that your business can provide?
  • What are their pain points? What are the problems they are facing that your business can help solve?

Once you have answered these questions, you should have a pretty good idea of who your target audience is and what they are looking for.

Now it’s time to move on to the next step.

Step 2: Research Your Target Audience 

Once you know who your target audience is, it’s time to start researching them.

There are a few different ways you can do this: 

Use Facebook’s built-in tools: Facebook has a number of great built-in tools that allow you to research your target audience on the platform itself. For example, Facebook Insights allows you to see detailed information about the people who like your page, including their demographics, interests, and even which other pages they like. You can also use Facebook’s Audience Insights tool to get even more granular information about potential customers in specific countries or regions.

Use third-party tools: In addition to Facebook’s own tools, there are also a number of great third-party tools that can be used for research purposes.

Some of our favorites include BuzzSumo and Hootsuite Insights.

Survey your existing customers:

Another great way to learn more about your target audience is to survey your existing customers and ask them about their needs and wants. This feedback can be incredibly valuable in helping you fine-tune your targeting strategy. Once you have gathered all of this information, it’s time to start building out your targeted audiences in Facebook Ads Manager. 

Step 3: Create Your Targeted Audiences in Ads Manager

Now that you know who your target audience is and what they’re looking for, it’s time to create targeted audiences in Ads Manager so you can start running ads that reach them where they’re spending their time online—on Facebook.

Ads Manager allows you to create three different types of audiences:

Lookalike audiences: Lookalike audiences allow you to reach people on Facebook who are similar to your current customers or website visitors. To create a lookalike audience, all you need is a list of current customers or website visitors (you’ll need at least 1000 (recommended) people on this list). Once you have this list, simply upload it into Ads Manager and Facebook will do the rest!

Custom audiences: Custom audiences allow you to specifically target people who have already interacted with your business in some way—for example, people who have visited your website or people who have engaged with one of your posts on social media. To create a custom audience, simply choose the type of interaction you want to target (website traffic or engagement) and then follow the prompts in Ads Manager accordingly.

Detailed targeting: Detailed targeting allows you tailor each individual ad campaign specifically to the type of person you want to reach—for example, by targeting people based on their interests or demographics. To create a detailed targeting campaign simply enter the type of person you want to reach into Ads Manager and then select the corresponding options from the dropdown menu. (For more information on how to use each of these targeting options, check out our free strategy document)


By following the steps outlined above, you should now have everything you need to start targeting your ideal customer on Facebook.

Remember, though; as with any form of marketing–online or offline–testing different strategies and approaches is key until you find what works best for YOUR business and YOUR customers.

Good luck!


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.